Exploration And Verification On Emotional Intelligence Of Consumers

摘要

The research focuses on emotional intelligence of consumers (EIC) after inducing, and analyzing the literature. Exploration and verification on the factor structure of EIC is conducted by compiling the correlative scales, making investigation with principal component analysis and structural equation model. The major findings are: EIC contains four elements—emotion perception, attitude towards value, impulse control and emotion application. These four elements can be classified into two groups: emotional consciousness (emotion perception and attitude towards value) and emotional behavior (impulse control and emotion application). In general, the factor structure of EIC is the 1-2-4 pattern.